Research On Symbolic Value Communication Of Advertising In The Perspective Of Consumer Culture

Advertising plays an increasingly important role in marketing.It is the "stepping stone" for a product to go into the consumer's life.In the early stage of development,the role of advertising is to introduce consumers to information about the functions,characteristics and performance of products.However,with the great enrichment of living materials,people can no longer satisfy the material attributes brought by the use value of commodities.Began pursuing the enjoyment of non-material attributes such as identities,status,emotions and other goods beyond the value of use,that Baudrillard calls the symbolic value of commodities.As a result,advertising began to transform into the provision of commodities symbolic value for the purpose of communication activities.At this time the advertising was dominated by the communication of symbolic value.From the perspective of consumer culture,this dissertation studies the symbolic value communication of advertising through the use of literature search,text analysis,case study and other research methods,combined with related theories of communication and advertising,and taken automobile advertisement as an example.The second chapter of this study analyzed the way in which the symbolic value of advertising is presented in terms of the function of "shift acceleration" of symbols,"rhetorical illusion" in rhetoric and the method of "double talk".In the third chapter,the author analyzed the positive influence and reason of the spread of the symbolic value in advertisement to the audience.It should be said that the symbolic value in advertising lead the audience to new life style in the subtle influence,shaping the framework of self-identity,defining the multi-level social relations,and the causes of these effects and the audience's own characteristics have a close relationship.The fourth chapter analyzed the existing problems and shortcomings in the process of symbolic value communication,found that the advertising in symbolic value communication strongly advocated consumerism,excessive promotion of extravagant consumption and blindly advocate of advanced consumption,lack of originality in the symbolic operation,excessive modification of visual effects,abusing celebrity symbols,curing female images and so on.The fifth chapter puts forward the countermeasures to improve the quality of the symbolic value of advertisement communication from macroscopic and microcosmic levels.It is the key to solve the problem on the macro level to change to the idea of people-oriented and to strengthen the supervision and management.On the micro level,advertising creators need to put forward the values related to the needs of consumers,adopt the methods of breaking the regular coding,spread the symbolic value with stories,use the celebrity symbols rationally,shape the real modern female image and pay attention to the exchange of emotions,thus causes the symbolic value of advertising spread more attractive and persuasive.This article tries to interpret the symbolic value of advertising more profoundly through multi-angle and multi-directional analysis and research.